In MarTech’s “MarTechBot explains it all” feature, we pose a question about marketing to our very own MarTechBot, which is trained on the MarTech website archives and has access to the broader ...

Many marketers already know that flaws exist in ad measurement attribution models, but a recent study from Kenshoo identifies up to 30% more value in Facebook campaigns than what is typically reported ...

Measuring marketing effectiveness is essential for any business investing in multiple channels. Two popular approaches – ...

In the past couple of years, digital advertisers and ad platforms have increasingly returned to marketing mix modeling (MMM). In this generations-old approach, media channels (like TV, radio and print ...

For years, marketing attribution has been treated as a reporting exercise: assign credit, justify spend, move on. But today, attribution is no longer just an analytics function—it’s a strategic ...